Romanian Consumers’ Perceptions and Attitudes Toward Online Advertising

In recent years the use of the Internet in Romania has grown dramatically. As a transitional economy and a member of the European Union, Romania presents new opportunities for both domestic and international firms. This study is an initial, exploratory effort that examines the beliefs and attitudes of Romanians toward Internet advertising. Among the findings based on data from 366 Internet users, (1) Internet use patterns appear to be a significant factor influencing Romanian consumers’ attitudes toward online advertising, (2) respondents indicated that one of the most important functions of advertising is to provide information, (3) while Romanian consumers believe that online advertising is fun and interesting they have doubts about its credibility, and (4) Romanian consumers with pro, ambivalent, and critics’ attitudes toward online advertising were significantly different in their online advertising behavior. Practical implications for managers are explored.